McCann Erickson conceptualises a new TVC that takes forward the ‘greed above all else’ positioning for the confectionery brand
BestMediaInfo Bureau | Delhi | November 16, 2012
Perfetti Van Melle’s Alpenliebe confectionery brand has built its positioning of “irresistibility” successfully over the years through a series of engaging and entertaining communication. The brand has now returned in a brand new avatar with a fresh campaign that carries forward its legacy of clutter-breaking communication.
“Greed above all else” had been the central thread for all previous communication for the brand and featured characters going to great lengths to be able to savour their favorite candy. The new campaign, also featuring actress Kajol as the brand ambassador, builds further on this concept by putting three colourful characters in a sticky situation and to get through it, they must necessarily resist the temptation of an Alpenliebe candy. The story is set in a row boat on a tranquil lake. But these old boats have a habit of springing a leak or two!
The campaign has been timed with the launch of a refreshed look for the entire Alpenliebe range. With this new and attractive packaging, Perfetti Van Melle is aiming to make the brand more contemporary and distinctive.
Perfetti’s Group Product Manager Munir Lamba said, “India is a unique market, where most candies are sold in single pieces at low price points. This campaign is part of our effort to build larger pack formats for the consumers’ enjoyment.”
Commenting on her role in the campaign, Kajol said, “I have had a long association with Alpenliebe and it is one that I cherish. Working on this campaign was both fun and challenging. I especially enjoyed the whole retro look that this TVC has brought to life.”
Client: Alpenliebe (Perfetti Van Melle)
Agency: McCann Erickson
Creative Team: Prasoon Joshi, Ashish Chakravarty
Account Management: Niket Kumar, Arjun Rampal
Production House: QED
Director: Abhijit Chaudhuri (Dadu)